PT  - JOURNAL ARTICLE
AU  - Enrique P. Becerra
AU  - Pradeep K. Korgaonkar
TI  - The Influence of Ethnic Identification in Digital Advertising
AID  - 10.2501/S0021849910091440
DP  - 2010 Sep 01
TA  - Journal of Advertising Research
PG  - 279--291
VI  - 50
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/50/3/279.short
4100  - http://www.journalofadvertisingresearch.com/content/50/3/279.full
SO  - J Advert Res2010 Sep 01; 50
AB  - Hispanic Americans' purchasing power and Internet usage are on the rise, but published research on the influence of Web advertising on their purchase intentions online is still scarce. This study explores Hispanic-American attitudes toward banner, e-mail, pop-up advertising, and purchase intentions and accounts for ethnic identification (i.e., strength of association to the Hispanic culture) and selected demographics. The results vary among the three types of online advertising and indicate that attitudes toward online advertising and purchase intentions online are significantly related to ethnic identification⋯ but not in the expected direction. The major findings and their implications are discussed.